For this project we focused on the influence of people’s behaviour. The goal was to create designs promoting a social message to undecided citizens so as to convince them to vote for or against a specific topic.
Our topic was about phasing out palm oil. It was quite clear from the beginning that our campaign would not be about boycotting palm oil, because undoubtedly successful alternatives haven’t been found yet. Therefore, we should provide people with information about palm oil and its destructive consequences for the animals and the environment as well as give them the right incentives to shop sustainably.
We decided that the campaign would be a collaboration between WWF and Waitrose & Partners supermarkets mainly in order to educate and inform, raise awareness and try to address the problem through offering incentives. Basically, people who do their shopping at Waitrose would now have the opportunity to shop sustainably, earning points and redeeming them for either an illustrated novel, prints, or even by donating to WWF, should they wish. The touch points would be the WWF & Waitrose websites, Instagram as well as a mobile application called “Sustain”, which would help people identify sustainable palm oil products and create and share posters with personalised messages for the campaign.
My main contribution was the design of the application and it’s Instagram part, the landing pages of WWF and Waitrose as well as the creation of the animations using Bryony’s illustrations.
